Twitter and Facebook have led the way, serving up elegant user and advertiser content in feeds. Companies like Sharethrough are leading the charge in helping traditional publishers transition to a [card format](http://www.sharethrough.com/2014/12/introducing-sharethrough-cards-native-advertising-evolved/).

For advertisers and publishers, the card provides an exciting opportunity for brands to distribute a myriad of content formats — from Vines, to SoundCloud to SlideShare. For users, cards provides a seamless UX to enjoy and engage content through.

Native goes programmatic

As brands create more content, efficiencies of both creation and distribution will become increasingly important.

Programmatic buying will enable efficient scaling. Programmatic native will shape to be distinct from programmatic display, taking into account the natural challenges of content-at-scale.

The biggest difference between programmatic native and traditional programmatic display is that native deals with brand content (e.g. Vines, YouTube, Instagram, articles) which is embedded in the feeds of publishers — alongside editorial content (as below).

Because native programmatic deals with content, there’s a need for quality controls. Companies like Sharethrough have created algorithms like the Content Quality Score to help measure the quality of content via third party signals (sentiment analysis, social media shares, likes, etc.).

There’s a need for human editorial checks too, so publishers feel assured that low quality content won’t show up on their sites.

The headline is the new tagline

As people consume content via feeds, the headline will continue to increase in value.

For brands, the headline will become the new tagline.

The core reason for this is the difference in the way people consume content in feeds compared standard web pages. Users tend to read headlines in a feed as they scroll , while they tend to look at webpages.